H&M digs deeper into sustainability in new Conscious Exclusive collection

H&M is launching this spring a new Conscious Exclusive collection, featuring accessories made from discarded candlesticks and a white lace wedding dress crafted from regenerated fishnet fibre.

H&MThe Swedish brand’s seventh Conscious Exclusive line will play homage to Swedish artists Karin and Carl Larsson, and their cottage Lilla Hyttnäs in Sundborn, which is has become an icon of interior design for its paintings and tapestries.

H&M said the collection showcases the increasing possibilities of sustainable fashion, with new materials including recycled silver and Econyl, a 100% regenerated fibre from fishnets and other nylon waste.

Tencel, recycled polyester and organic linen also appear across new season womenswear, shoes and accessories.

“The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and Econly® is a 100% regenerated nylon fibre from nylon waste that support clean oceans. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results,” said Ann-Sofie Johansson, creative advisor at H&M.

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The Swedish clothing brand has unveiled the latest collection in its H&M Studio line, which channels chic minimalist style and masculine cuts. The collection is fronted by Dutch artist and model, Saskia de Brauw.

H&M's e-tail business and new chains will be its biggest growth drivers in the next few years and are a focus for investment, it said Wednesday, as it also said that the start of the year has seen it discounting heavily.